Summer might be on its way, but back-to-school (BTS) season is already on our minds. This year, Magnetic wants to help you get an A+ with search retargeting!
We looked at searches surrounding the back-to-school season, and identified some definitive trends. Consumers are using digital coupons more and more — last year 89% of consumers’ BTS purchases were influenced by coupons, sales, and/or promotions. Searches for deals included computers, backpacks, supplies, shoes, and clothing.
Another study tip: timing is key! 24% of families with students grades K-12 were already shopping by July in 2013, so don’t miss out. Additionally, PriceGrabber shared insights from their July 2013 consumer survey that highlighted which retailers were top of mind for consumers BTS items.
Click on our info-graphic below for more detailed insights!
Magnetic’s Attribution Revolution: The Viewability Series made its final stop for this spring at The Townsend Hotel in Detroit. The lively event featured cocktails, food, and a thought-provoking panel discussion led by some of the greatest minds in the industry.
James Green, CEO, Magnetic (Moderator)
Philip Shih, Director, Audience Strategy, VivaKi
Scott Cunningham, SVP of Product, sovrn Holdings, Inc.
Scott Knoll, CEO, Integral Ad Science
Steve Dennen, Vice President, comScore
Scott Knoll of Integral Ad Science kicked-off the panel with a live demonstration of a botnet-infected computer. Knoll explained that users typically do not notice the presence of a botnet, and revealed how more than a thousand fraudulent ads would be served within the duration of one hour – and this was only for one computer. Furthermore, according to Knoll, “fraud tends to have really high viewability.”
The demonstration launched a heated discussion about the core challenges associated with fraud and non-human traffic in display advertising, along with the value that real-time buying brings to the market. According to Cunningham, “The programmatic space grew out of reach and scale…what’s been lacking is the layer of quality control.” Panelists also touched upon key themes including industry adoption, standardization, and what technologies marketers can currently use to help solve for viewability.
Stay tuned for the full panel video recording, which will be available online soon! And make sure to check out the sizzle reel that helped open the panel discussion!
This past week, Magnetic brought its 2014 Roadshow, Attribution Revolution: The Viewability Series, to Boston. Following an energetic hour of networking and cocktails at Boston’s Anthem Kitchen + Bar in Faneuil Hall, guests joined a panel discussion focused on Viewability in RTB: The Good, The Bad and The Ugly.
James Green, CEO, Magnetic (Moderator)
Anne Hunter, SVP Global Marketing Strategy, comScore
Cheryl Stump, Director of AOD Video, VivaKi
David Hahn, SVP Product Management and Customer Service, Integral Ad Science
Scott Cunningham, SVP of Product, sovrn Holdings
David Hahn of Integral Ad Science captured the room’s attention at the start with a live demonstration of a botnet-infected computer that would serve thousands of fraudulent ads for the duration of the panel. Hahn explained that when a machine is infected, a profile is built that makes the user a high-value target for advertisers. Users typically do not notice the presence of a botnet since it operates below the browser.
Following the live demo, the panelists dove into a heated conversation that touched on key themes, including industry adoption, standardization, and current technologies that help solve for viewability. When considering the future of media buying, Hahn is confident that “the next generation of ad tech will be more sophisticated and more transparent.”
Some of the evening’s top tweets included:
85% of clicks on display ads are from only 8% of the Internet population #comscore #attributionrevolution
Click through, view through and, to some degree, CPA models encourage unethical behavior by publishers #viewability #attributionrevolution
Viewability is finally standardized by the @iab but it’s only 1 second for a display ad #attributionrevolution
At the close of the panel, Green assured the audience that “The problem has been identified, there people are working to solve this problem, and it will get solved.”
Over the weekend of March 7-9, the Magnetic team in Los Angeles hosted a weekend getaway for a group of stellar agency clients at Mammoth Mountain. The lively bunch enjoyed a festive bus ride up to Mammoth, beautiful conditions at the slopes and even a Saturday night Mardi Gras dinner bash to top it all off!
Thanks to our trusty Go Pros, some epic highlights from the weekend’s escapades are captured for your enjoyment:
Thanks for joining us! For more info on upcoming Magnetic events, check out our website.
Magnetic’s 2014 roadshow series, Attribution Revolution, opened to an incredibly packed house on Tuesday, March 4th at Chicago’s theWit Hotel.
David Hahn of Integral Ad Science kicked off the panel with a live demonstration of how a botnet-infected computer can serve thousands of fraudulent ads within a very short time-frame. The demo revealed that within just one hour, the infected computer had been served about 2,600 ads. David also pointed out that users rarely notice the presence of a botnet since it operates below the browser.
Panel conversations also covered the value that real-time buying brings to the market, and the core challenges associated with fraud and non-human traffic in display advertising.
Themes of the evening included:
Defining & Addressing Ad Viewability: Panelists referred to the IAB standard definition for viewability, which entails that an ad is in view if 50% of it is visible on the page for at least one second. Citing comScore’s viewability monitoring efforts, Gian Fulgoni explained, “the numbers of non-viewable ads are pretty big—about 46% [of] served ads are in view, so over half are not.”
Education & Awareness: sovrn Holding’s Scott Cunningham expanded on the need for publisher education on how to better implement ad tracking and brand safety technology, in order to enable truly effective fraud protection measures.
Industry Adoption: Philip Shih from VivaKi prompted panelists and audience members to consider the evolution of the digital advertising space. He highlighted the importance of knowing that fraud-prevention tools exist, but warned that there will surely be an adoption period before the buy-side and sell-side can fully adapt. Once adoption occurs at a wider scale, we will start to see the true value of audiences, content, and finally, how we should think about pricing and signals.
Standardization: Panelists commented on industry initiatives working towards standardization, including the Media Rating Council (MRC) and IAB’s Traffic Of Good Intent (TOGI) task force. The question on everyone’s minds is this: will implementing standards be what drives up CPMs, and will we see a clear price difference for high quality inventory?
Solutions & Technology: Solutions offered by the panel included implementing large scale blacklists, purging suspicious traffic sources from publishers’ inventory, and utilizing technology partners that offer real-time fraud monitoring and viewability assurance.
A Post-Cookie World & Future of Media: What will the post-cookie world entail? Discussions included plausible alternatives to the antiquated cookie attribution methodology, and highlighted that the future is all about determining the root cause of purchase intent.
Valentine’s Day should be celebrated the entire week if you ask us! Who doesn’t love flowers, jewelry, and chocolates?
According to Magnetic’s insights, spikes in search activity can show marketers the way to consumers’ hearts for next year’s holiday. (Hint: search retargeting may be most effective between February 3-12.)
Magnetic looked at searches over the two week period preceeding February 14th and identified definitive trends related to Valentine’s Day-themed searches. Top searches during this time frame included Valentine’s Day-related categories such as online flower delivery, online flower coupons, diamond jewelry, and various chocolate brands.
Click on our info-graphic below for more insights!
With over 500,000 searches this year for the phrase “Best Super Bowl Commercials 2014,” it is no surprise that advertisements during the big weekend directly influenced consumers to search online for specific brands. This year, the most searched-for brands reached consumers through a variety of tactics, including social media, commercial advertisements, and live appearances. Brands of note included Maserati Ghibli, Puppy Bowl, Budweiser, Buffalo Wild Wings, and Bruno Mars.
Magnetic captured popular search queries driven by this year’s Super Bowl across a variety of categories, including brand and product-level keywords. CPG, entertainment and auto were among the most widely searched for verticals. One great example was Maserati Ghibli’s commercial, which generated over 200,000 searches and 2 Million YouTube views. Many viewers searched online for the Maserati product, and even more specifically, for the price of the advertised vehicle – which happened to be left out of the commercial.
Click below for a deeper look into what consumers searched for this Super Bowl weekend!
Magnetic took Deer Valley by storm at Media Post’s Search Insider Summit Dec 8-11th. Hundreds of top digital marketing execs gathered from across the country for panels, roundtable discussions and networking aimed at deciphering today’s top innovations and challenges facing the digital advertising industry.
On the final day of the summit, Magnetic CEO James Green took part in an expert panel entitled “Can You Hear Me Now?” alongside industry experts representing very diverse viewpoints. The panel focused on voice command gadgets and the future of wearable technology.
James’ panel covered topics including:
Evolution of voice/gesture assistance technology and voice search
Popular products like Siri and Google Glass
Evolution of these technologies over the past year and how far we’ve really come